19 years of 'Good Food Deserves Lurpak' delivered category leadership and significant incremental revenue.
This case is the story of how Lurpak defied the odds to deliver long-term growth and leadership in a declining category.
Over the 19 years described in this paper, ‘Good Food Deserves Lurpak‘ advertising aimed to build brand equity and to help Lurpak justify its significant price premium.
Evidence presented that the campaign worked includes the fact Lurpak took category leadership a year after launch and has maintained it since, as well as uplifts in key brand perceptions. Overall, it is estimated that the strategy delivered £684m of incremental revenue and an ROI of £1.51 for each £1 invested.